TL;DR
New survey data shows a critical gap between awareness and action in Answer Engine Optimisation (AEO). While 70% of marketers see AEO's imminent impact, a staggering 62% are already losing web traffic from search engines. With only 20% of businesses actively implementing an Answer Engine Optimisation strategy, the time to act is now to avoid being left behind in the new era of AI-powered search engines.
The digital search environment is undergoing a profound shift, and recent statistics paint a clear warning for businesses that fail to adapt. A survey of over 500 marketing professionals reveals that while most recognise the coming impact of Answer Engine Optimisation (AEO), very few are prepared. Already, 62% of businesses report a decline in web traffic from search engines. This is a clear sign that the cost of inaction is immediate. This is not a future issue; it is already happening, and a proactive AEO strategy is the only way to ensure your brand remains visible to consumers who now receive answers directly from AI.
Why Are Businesses Struggling With AEO?
The survey, commissioned by Acquia, highlights a serious disconnect: 70% of marketers believe AEO will significantly impact their digital strategy within three years, yet only 20% have acted on it. The data also shows that 62% of companies are already experiencing a decline in traffic from search engines, proving that delay comes at a real cost.
So what is holding them back? Budget constraints (45%), lack of internal expertise (40%), competing priorities (39%), and uncertainty around Return on Investment (ROI) (38%) are the main reasons. To make matters worse, more than a third of businesses do not know how much of their traffic is already being driven by Large Language Models (LLMs). Many are, in effect, flying blind while their visibility steadily erodes.
What Does This Mean for Leaders?
For senior decision-makers, these numbers highlight an urgent reality. AEO is not simply a marketing issue but a strategic one. Falling behind means losing visibility at the exact moment customers are changing how they search and make buying decisions. Leaders must see AEO as a competitive advantage - one that will differentiate between brands that remain visible and those that vanish from customer consideration.
How Can Businesses Act Now?
Structure your website for AI
Think of your website as more than a destination. Treat it as a structured data source that AI can easily read. Organise content with metadata, schema, and clear product information so platforms like Google’s AI Overviews or ChatGPT can extract accurate answers.
Close the expertise gap
With 40% of companies citing a lack of internal skills, leadership must invest in training or engage external partners with AEO expertise. Building these capabilities ensures your business can act quickly, rather than waiting while competitors surge ahead.
Link AEO to personalisation
Personalisation is a priority for 51% of marketers, and AEO supports this directly. By optimising for specific, intent-driven queries, businesses can deliver precise, relevant responses that meet customer needs. Reframing AEO in this way helps secure both internal buy-in and budget approval.
Show & Tell
Imagine a procurement manager at a manufacturing firm asks an AI tool, "Which CRM platforms integrate best with ERP systems for mid-sized businesses?" The AI engine scans structured data across the web. If your company has implemented an Answer Engine Optimisation strategy, your product details, integration guides, case studies, and customer reviews are clearly organised and machine-readable.
As a result, the AI features your solution directly in its answer, complete with a link to your site. By showing up at this critical decision-making stage, your business positions itself ahead of competitors, influencing the buyer’s shortlist before a traditional search results page even appears.
Takeaway
The numbers do not lie. Businesses recognise AEO as critical, yet the majority are not acting quickly enough. The gap between awareness and execution is already costing web traffic, and those who continue to wait will lose out. For leaders, the mandate is clear: prioritise an AEO strategy now, invest in structured data, and build the expertise required to stay visible in a search world increasingly dominated by AI-powered search engines. Waiting is no longer an option.
Micro-Glossary
- LLMs (Large Language Models): AI technology used by platforms like ChatGPT to interpret questions and generate human-like responses.
- Structured Data: Formatting content so AI and search engines can categorise it effectively, increasing the chance of inclusion in direct answers.
